. >> this comes from a guy named simon cynic who i met early on in my program. he said to me, look, everyone can say what your company does, but that doesn't connect people emotionally. what you need to do is explain why you do it. that's why you go to this stationery store instead of this stationery store. not because the product is so much better, but because of the emotion, the why you started this. >> i like number 40. improve yourself confidence by standing differently. this applies to -- i hope any woman watching will listen to what you have to say. it sounds strange at first but it is absolutely true. >> it does. i was very cynical when we went to meet this woman who explained this to me. amy cutty is at harvard business school. she did a study that basically said you can stand in certain positions that releases testosterone in your body for both men and women. what that does is makes you more kf debt confident or before you are going into a meeting or on a show where you'll be nervous. stand in a room, put your arms out, put your legs out and take up a l